The effect of Social Media Marketing on Brand Awareness in Tanzania

Abstract

vii ABSTRACT Social media marketing has become the most preferred advertisement method in the wake of internet development. Business outlets have realized the use of online platforms to promote their services and products. This study investigated the effect of social media marketing strategies on brand awareness of the natural hair brands operating in Arusha City-Tanzania. To achieve this, primary data were collected using semi-structured questionnaires. The questionnaires were physically administered to a sample of 155 customers who are served by the selected brands. Data was analyzed through frequencies, percentages, mean, standard deviations, and regression analysis. The study identified social media marketing activities, including posting educational content, providing information about prices of products, posting information about product delivery, advertising about natural hair products, and providing information about business offices of natural hair brands, and sharing product reviews. The study findings showed that social media marketing positively affects brand cognition by providing information about the prices of products, the contact information of natural hair brands, and the business locations of natural hair brands. Moreover, social media marketing has an effect on brand cognitive by facilitating customers understand how to use products and gain information about natural hair products and services. The findings also showed that social media marketing has a positive effect on brands affective through influencing them to like products posted on social media, influencing them to develop interest in purchasing products, establishing emotional connections with brands, developing trust towards brands, and connecting with like-minded consumers. The study findings showed that respondents confirmed that social media marketing has effect on brand conative through buying products and services from natural hair brands, influencing behavior changes in consuming hair products, influencing loyalty to natural hair brands, influencing purchasing decisions, influencing response to call to action in purchasing natural hair products